J.P. Morgan Asset Management

Student debt is on the rise. And scholarships, grants and student aid are more competitive than ever. But just as parents think they have plenty of time, their financial advisors aren’t sure they have enough time to dig in and learn everything. Which is why for nearly a decade, the team at J.P. Morgan Asset Management has turned to Munroe for help branding, positioning, and promoting their 529 College Savings Plans for RIAs and end-clients alike.

Our Role

We wanted our educational campaign to engage on two levels: what is the data-driving information you need to plan and save effectively, and what is the untapped potential that a college education – without the burden of student debt – can enable your children to achieve. This right brain/left brain strategy came together under the idea Mission: Tuition.

JP Morgan 529 Day Design Campaign Photoshoot
JP Morgan 529 Marketing Collateral
JP Morgan Design Photoshoot for 529 Day

As COVID-19 hit and people settled into remote working, our Mission Tuition events and road show was reimagined as an integrated digital campaign culminating in our first 100% virtual celebration of 529 day on May 29th, 2020.


U.S. Employees Engaged in the 529 Day Campaign


Website Views


New Accounts Opened

Brand Photographer for JP Morgan 529 Day

Original photography featuring the talented children of J.P. Morgan’s own team helped to bring the campaign to life in a way that felt authentic, relatable and wholly ownable.

A comprehensive set of B2B and B2B2C marketing collaterals was developed to help advisors promote 529 plans as part of a holistic financial plan, as well as enable end-users fully understand the value of our tax-deferred savings plans.

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Need a big idea for your business? Have a question about working with us? We’re always up for a fresh, new challenge. Drop us a line to get the conversation started.